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Whitepaper I Planning of Social Advertising Campaigns

On social networks increasing prices for advertising inventory often are the only Christmas miracles for advertiser. Although the effects of these price boosts can be avoided by two simple tricks: accurate timing and suitable campaign adjustment. And – this is not new – these two factors significantly contribute the success of social advertising campaigns the entire year.

esome advertising presents a detailed data analyses from around 6,400 Facebook advertising campaigns of more than 150 companies where esome demonstrates the formal and external influencing factors of successful advertising campaigns in social networks. The results are deflating because it illustrates what advertiser already know but rarely implement: in social advertising the key of success is planning.

The considered external factors are specific occasions like Christmas or Europe football championship. On special events the temporally increase of competition on the platforms causes substantial rise in prices which has a negative impact on campaign performance. In this context, a precocious planning of ad measures can weaken such negative price effects.  

The target audience and ad format selection count to the formal factors which have a significant impact of social advertising campaign performances. The complexity of these factors is remarkably bigger as the external factors because the number of factors is higher and the single factors influence one another. The success of campaigns also relevantly depends on how far advertiser are familiar with possibilities of campaign adjustment. It is necessary to be aware of the options and how to establish it wisely to plan correctly and form a basis for a superior campaign performance.

Substantiated and long range based planning connected with one objective orientated campaign setup are the key of success in social advertising. How the planning should be arranged will be clarified in the attached esome Whitepaper “Is timing really everything?”. 

Download (Only in German available): esome_whitepaper_is-timing-really-everything

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